Last year, we teamed up with dentsumcgarrybowen to launch our first national advertising campaign entitled It’s Hard to Read. This year, we’ve teamed up again, this time to launch Trouble with Words where we continue to bring national attention to dyslexia. Through the distribution of materials online, in print, and on the radio, the bilingual campaign raises awareness of dyslexia right across Canada.
Online
By purchasing misspelled URLs, we turned a search for Wordle into an awareness campaign for dyslexia, leveraging the popularity of the game which is 2022’s latest word craze! The website, banners and social ads all drive gamers to get more information about dyslexia, especially those who already love and understand the importance of words.
Website
Click on any of the misspelled Wordle URLs below to view the website.
Social ads and banners
Click on the images below to view the visuals from our social ads and banners.
In newspaper, we showed up in a big way with a full-page ad that mimics an overwhelmingly difficult wordle puzzle.
Radio
We created radio ads that speak to troubling words faced by those with dyslexia like lazy, stupid, and poverty among others. Listen to the radio ads, in English or French, by clicking on the videos below.
English
French
Throughout the campaign, all of the assets drive towards itshardtoread.org, an immersive experiential website that sensitizes Canadians to what it’s like to live with a reading challenge.
In the media
Spread the word
Share your experience of #TroubleWithWords and #ItsHardToRead on Instagram, Twitter, Facebook, Linkedin and TikTok. We’ll see you there.